Founded in 1949, Adidas is one of the world's best-known sports equipment manufacturers. Pioneer & leader for many years, Adidas is the main competitor to Nike, the current world leader in the sector.
In the competitive war waged by these two players, the "back to school" period is a strategic one.
To achieve sales targets, the brand was won over by the omnichannel approach proposed
by the Avent Media Group agency.
Avent Media Group's teams came up with an ambitious omnichannel plan for Adidas, putting data at the heart of the experience and combining programmatic display on affinity sites, email and SMS campaigns on external databases, social networking campaigns and the implementation of virality modules!
This "back to school" campaign, set up in record time, was tailor-made to play off the complementary nature of the web and stores.
An exclusive offer dedicated to the campaign was set up and relayed in a targeted manner. For added convenience, the offer could be directly registered and stored in the wallet on the cell phone.
The campaign proved a great success for the brand. Despite the fact that Adidas already had a large database in terms of volume, the mechanism implemented by Avent Media Group succeeded in enriching it with over 20% of new prospects in complete affinity with the brand, and all this in barely a month. More than 3 million brand-affinity people were reached by the mechanism and immersed in the brand's universe, spending an average of 1'20 minutes on the event minisite created for the occasion, generating a real experience with the brand.
Finally, the Back to School operation generated a volume of incremental sales well in excess of the brand's expectations.
Of all the acquisition levers activated to date, Avent Media Group's emailing solution has performed best in terms of acquisition and immediate sales. Over the long term, this good performance is confirmed by the fact that, over a life time value of 12 months, the customers collected during the operation are those with the best conversion or repeat business.
CRM manager
Just a little more patience,
our teams fine-tune the decor.
See you soon to find out more...
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